When it comes to PR and marketing, the Internet has leveled the playing field for all. David Meerman Scott’s book, The New Rules of Marketing & PR, shatters the traditional myths around marketing and PR and introduces the powerful new rules brought to us by the Web. Whether you are a solo entrepreneur, small or medium business, Scott shows you how to reach your target market, and compete with much larger companies who have much larger marketing budgets.
The book is divided into three sections which make it easy to read and handy for reference, and you will want to refer it again and again! The first section steps us thru the impact of the web on marketing and PR . He provides a framework of the old and new rules, making it easy to understand the change and associated impact.
A couple of the old Marketing and PR rules are:
- Marketing simply meant advertising and branding
- Advertising was one-way: company to consumer
- Companies had to have significant news before they were allowed to write a press release
- The only way that buyers would learn about the press release content was if the media picked it up
A sampling of the new rules include:
- You are what you publish
- People want authenticity, not spin
- People want participation, not propaganda
- Marketing is about delivering content at just the precise moment your audience needs it
- Blogs, podcasts, e-books, new releases and other forms of online content let organizations communicate with buyers in a form they appreciate
The second section talks about all of the web-based ways to directly reach your target market. He reviews the use of blogs, news releases, podcasting, forums, wikis, viral marketing and the critical importance of content. He cites many case studies, which make the book easy to understand and follow.
The third section is devoted to an action plan that helps you put it all together. He provides a great deal of actionable information on things like developing content to help brand your organization as a trusted resource, how to write and use news releases to reach your buyers, the importance of an online media room, the ins and outs of blogging and podcasting. He also touches on social networking and search engine optimization.
If you read only one book about the new world of web-based marketing and PR, The New Rules of Marketing & PR, is a great choice.
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August 25th, 2008 at 2:36 pm
Hi Debbie, Many thanks for writing about my book. I really appreciate it.
As you know from reading the book, we’ve been liberated!
Before the Web came along, there were only two ways to get noticed: buy expensive advertising or beg the mainstream media to tell your story for you. Now we have a better option: publishing interesting content on the Web that your buyers want to consume. The tools of the marketing and PR trade have changed. The skills that worked offline to help you buy or beg your way in are the skills of interruption and coercion. Success online comes from thinking like a journalist and a thought leader.
Love your blog.
David